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Purpose
Metaverse technology is of interest to researchers and practitioners in tourism and hospitality. The metaverse offers tourists the capacity to enjoy unprecedented tourism experiences. These opportunities may radically change the tourism and hospitality landscape. This study intends to examine how metaverse experiences affect tourists' cognitive processing, satisfaction, and loyalty towards metaverse tourism using the stimulus-organism-response (S-O-R) paradigm and cognitive experiential self-theory (CEST).

Methods
An online survey was undertaken to gather information from 329 respondents who were frequent users of different metaverse applications in order to meet the study's objectives. The data was analysed using partial least squares structural equation modelling (PLS-SEM).

Findings
The findings revealed that metaverse experiences, such as immersion, escapism, and enjoyment, had a significant positive impact on metaverse organismic experience. Additionally, metaverse cognitive processing positively influenced metaverse tourist responses, including satisfaction and loyalty, with tourist involvement acting as a moderator.

Originality/value – This study provides guidelines for metaverse developers and travel industry professionals to encourage visitor satisfaction and loyalty to metaverse tourism.

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